Aircraft: SMALL AIRCRAFT
Phase of flight: Landing
Anomaly: ATC Issue All Types; Deviation / Discrepancy - Procedural Clearance; Ground Incursion Runway

There were two VFR arrivals; one from the southeast and one from the southwest and approach asked if I could provide the sequence. I agreed; and when I talked to aircraft Y from the southwest; I instructed him to enter a right downwind for runway 17 and report midfield downwind. Then; I talked to aircraft X from the southeast and instructed him to enter a left downwind for runway 17 and report midfield downwind. Aircraft X made a wide (nonstandard) left downwind outside of runway 21 and reported midfield downwind for runway 17. At that point; I instructed aircraft X to extend downwind to sequence him behind aircraft Y. When aircraft Y was no longer a conflict; I instructed aircraft X base turn his discretion and cleared him to land on runway 17. Next; aircraft Z called at the ramp requesting taxi for a northwest departure. I entered aircraft Z into the ARTS IIE keyboard and taxied him to runway 21 at intersection delta. Aircraft Z came back and requested a departure from taxiway alpha and charlie and I taxied him as requested. As aircraft Y was on landing roll; I instructed him to turn left at taxiway hotel and taxi to parking via hotel charlie alpha; hold short of taxiway alpha (for aircraft Z at the intersection). Aircraft Z called up at charlie and alpha and requested takeoff clearance and I told him to hold position for traffic landing runway 17 on short final (which is where I estimated aircraft X to be). To confirm aircraft X's position; I scanned runway 17 final; but was unable to locate the aircraft. Seconds later I located aircraft X and he was on a very short final for closed runway 12. At that moment I issued go around instructions several times to aircraft X but the aircraft was unresponsive and landed on runway 12 which has boneyard airplanes parked on it (with a small open area between the aircraft). After the aircraft rolled out on closed runway 12; I gave him instructions to taxi to the FBO and asked him to call the tower (but did not give the brasher warning). All other aircraft landed and departed without incident and no one was injured. After reporting the incident to management; I was able to listen to the recording and I realized that I had issued go around instructions to 'aircraft Y [wrong call sign off by a letter]' instead of 'aircraft X' but issued two more general go around statements in an attempt to get the aircraft to abandon the landing.The Albuquerque VFR sectional still shows runway 12/30 (which is closed) on the airport icon which could lead an aircraft to believe it is an open runway and should be updated to remove that runway from the icon. Also; the airport should paint larger; brighter; and more frequent closed runway markings on the runway. I was on flight following from to ROW. I talked to ROW approach and the ROW Tower and was cleared to land. I thought the tower said Runway 27 and I turned to what I thought was Runway 27. As I descended I wanted to call tower for correct runway verification. The tower told another aircraft to hold position; another aircraft was on short final; my position. I knew the tower saw me and the runway I was going to land on. I was prepared to go around; but when the tower told another aircraft to hold; there was another aircraft on short final; I knew the tower saw me and where I was landing. They said nothing about me making a landing on the wrong runway until after I landed. I realize I made a mistake but I do believe the tower should have warned about my mistake rather than just watching it being made. ROW Tower Controller and pilot reported of landing at ROW on a closed runway.